Seo Dcu 7th March
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SEO for the CEO
Dublin City University - All rights reserved © 03-2011
What C-level Executives Need to Know About Search
Gillian Muessig
Co-founder and President, SEOmozCEO Coach, WebmasterRadio.fm
What IS SEO?
It is enabling the dissemination of ideas on the web
Socio-Political Ramifications of Our Work
What IS SEO?
Revolution is fomented on the empty bellies of men
Karl Marx, Leon Trotsky, Fidel Castro, Che Guevera, and many others
It’s Like This…
Organic vs. Paid Search
Organic
Paid
Organic vs. Paid Search
90% of Clicks
10% of Clicks
Click-Through Rates
Vertical Search
Local Results
Image Results in SERPs
Video Results
News & Blog Results
Shopping Results
Instant Answers
Instant Answers
Instant Answers
News Results
Real Time Results
Local Results
Image Results
How Search Engines Work
Crawling & Indexing
Without links, the engines might never
find this page
Calculating Query-Independent Metrics
Via www.opensiteexplorer.org
Many Domains vs. One Domain
VS.
Domain Authority
PageRank
The Flow of PageRank
PageRank is Split Evenly
Between the Links on a Page
PageRank is Iterative
Technically, Every External Link “Leaks” PageRank
Removing Links CanAlter the Flow of PageRank
Google Says they use PageRank to Crawl
The Concept of TrustRank
Algorithmic Ranking Factors
Components of Google’s Ranking Algorithm
Query Deserves Freshness (QDF)
QDF
QDF
Normal Results
Query Deserves Diversity (QDD)
Building Search Friendly Sites
Algorithmic Ranking Factors
Crawlability / Link Architecture
Duplicate Content & Canonicalization
Duplicate Content & Canonicalization
Canonical URL Tag
Duplicate Titles & Meta Descriptions
Search Friendly URLs
www.nationalgeographic.com/animals/african-elephants
Single domain
Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
Search UN-Friendly URLs
Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8
UnnecessarySubdomain Dynamic URLs don’t perform as well as
static and engines recommend against more than two parameters
No keywords in the URL string
Fix Broken Links & 404s
Don’t Block the Robots
Do Block the Robots
XML Sitemaps
www.sitemaps.org/protocol.php
Webmaster Tools (Google)
Webmaster Tools (Bing)
Search Engine Guidelines
www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
Important Tags & Signals
Title Tags
Meta Descriptions
Tag Length Recommendations
Anchor Text
Page Copy
Image Alt Attributes
Good keyword usage in the alt tag
Not Important
Meta Keywords Tag
H1, H2, H(x) Tags
Search Engine “Submission”
Reciprocal Links and Link Farms
link
Keyword Research
Identify High Value Keywords
Predict the Effort Required to Rank Well
Choose the “Best” Words/Phrases to Target
The Search Demand Curve
Popular Keywords vs. Long Tail Search Traffic
Conversion Rate by Keyword Phrase Length
Where To Find Your Best Keywords
Salespeople & Customers
Google AdWords Tool
Be Wary ofMatch Type
https://adwords.google.com/select/KeywordToolExternal
Bing AdCenter Excel Plug-In
www.seomoz.org/blog/using-the-adcenter-excel-plugin-for-keyphrase-research
Google Trends
Not Very Accurate
Sign In for Y-Axis Numbers
Internal Site Search Stats
Competitive Keyword Research
Restrict queryto competitor’s
domain
Targeting the Linkerati
Create Content That Attracts Links
The Power of the “Linkerati”
Influencers on the Web
Content that Appeals to Influencers
Cannibalization of the Link Graph
MMM… LINK GRAPHS ARE DELICIOUS!
The Rise of the Social Graph
Reading
TAGFEE: http://www.seomoz.org/blog/what-we-believe-why-seomozs-tagfee-tenets
Beginner’s Guide to SEO:http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
All the SEOmoz PRO Guides:http://www.seomoz.org/learn-seo
Thank You
NO… REALLY Thank you!
Use the code: SMSB201130-Day Free Trial of SEOmoz PRO
© 2011 www.seomoz.org